A construção do ethos do sujeito negro no gênero publicitário: o caso Coca-cola

Abstract

The theme of racism is a mark that spans our history. The construction of an identity marked by prejudiced ideology is a reality manifested in all kinds of speech. One may wonder how the ethos (shown or verbal identity and socially or historically determined) is inscribed in collective memory through cultural objects. In this paper we describe the construction of the discursive ethos of black subjects that is based on the analysis of the transcription text of a advertising genre (Coke, 2015) once it is in the instance of discourse that language and stylistic choices manifest themselves, demonstrating how the representations of the world have been historically defined and categorized in the paradigms of natural languages own signs, projecting the implicit image and ideological behavior of the subjects in the act of social interaction. This work has as theoretical support the conjunction between the social discursive interactionism found in studies focused on modalizations and voices (BRONCKART, 2007), and the Ethos category in Discourse Analysis (MAINGUENEAU, 2008.2015) and statement control strategies outlined in communication situations (FOUCAULT, 2012). The study shows that the construction of identity is linked to choices or omissions of words and speech strategies that guide the production of meanings. It further demonstrates through analysis of linguistic materiality present in the voices (social and characters’) and the lexical choices responsible for produced truths, domain procedures and the silencing of meanings contained in the black subject image construction circulating in society.